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Message framing and self-efficacy. An analysis in social health campaigns in young Spaniards

Year: 2022

Type: article

Abstract: The present study aims to examine the effectiveness of three health campaigns with different types of framing aimed at young people during the COVID-19 pandemic. We also analyzed the emotional impact of each campaign, as well as the role of self-efficacy in the success of the analyzed campaigns. The results show that the more moderate and less explicit message, but closer to the reality of young people, had a more effective emotional impact. Furthermore, as regards self-efficacy, the results show its discriminating role in the success of the campaigns analyzed.

Source: Comunicación y Sociedad

DOI: 10.32870/cys.v2022.8402

Authors: Susana Fernandez-Lores, Natividad Crespo-Tejero, Ruth Fernández-Hernández

Institutions: ESIC University, ESIC Business & Marketing School

Language: English

Topic: Communication and COVID-19 Impact

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: diamond

OpenAlex ID: W4297989012

FWCI: 0.319

Cites: 41

Cited by: 2

Related to: 10